The Mercers’ Company has today announced that Vans, the original action sports brand, has kicked off its UK retail transformation with the official opening of its brand new Boutique store at 5-7 Neal Street, the first of its kind in Europe.
Comprising two floors and spanning 4,359 sq ft the concept store stocks a premium selection of footwear, apparel and accessories, including Vault by Vans and their latest collaboration with designer Vivienne Westwood; the Boutique champions their Vans’ “Off The Wall” ethos. Designed by the Vans in-house team, the new concept store pays tribute to the brand’s creative expression featuring a dedicated activation space in the basement; set to house a variety of installations, workshops and events.
Diego Baronchelli, Vice President Direct To Consumer, Vans, commented: “We are very excited about our retail transformation coming to life in London, we aim to provide shoppers with a much needed differentiated and authentic consumer experience. Covent Garden, being home to London’s most iconic stores, seemed like the perfect place for the first Boutique store in Europe. The Covent Garden Boutique store will be followed by the opening of Vans’ first store on Oxford Street and a series of store re-fits, including Vans Carnaby Street.”
Simon Taylor, Property Director at the Mercers’ Company, added: “We are always looking to work with pioneering brands at the forefront of the retail industry and Vans’ exciting new Boutique concept fits in seamlessly amongst the fashion-forward retailers in Covent Garden. The brand’s selection of our Neal Street unit to kick start their transformation showcases the popular and successful status that the Mercers’ Estate holds as a leading retail destination, and we look forward to welcoming the array of creative activations within their exciting event space.”
The opening follows the recent news that LaDuca, the internationally renowned dance shoe brand from New York, has officially opened its first UK site in Covent Garden.